SAS to Launch European Business Class in October 2025
Scandinavian carrier SAS will reintroduce a full Business Class product on its short‑ and medium‑haul European network beginning in October 2025, with tickets available from May. The announcement follows a commitment made by Chief Commercial Officer Paul Verhagen in September 2024 during SAS’s SkyTeam accession event in Copenhagen. Until now, SAS’s European flights featured only SAS Plus—a premium economy offering—and SAS Go, a basic economy cabin that debuted after the carrier discontinued its traditional European business class in 2013 as part of its 4Excellence Next restructuring.
Under the new structure, passengers upgrading to European Business Class will board in a dedicated forward cabin with every middle seat blocked, ensuring additional personal space. Beyond the enhanced seat configuration, the airline is overhauling its inflight service with a new culinary concept. Travelers can expect upgraded tableware, freshly crafted menu items and a more extensive beverage selection that mirrors the standards of SAS’s long‑haul Business Class. Complimentary Wi‑Fi, seat selection and priority boarding will continue, but the cabin design and amenities will mark a clear departure from the uniform seating layout that currently blurs the line between economy and SAS Plus.
On the ground, SAS European Business Class customers will gain access to a broader lounge network at international European airports, further aligning short‑haul offerings with the premium treatment long‑haul passengers have enjoyed. Lounges will provide enhanced food and beverage stations, dedicated check‑in desks and expedited security lanes where available. The combined ground and inflight upgrades aim to meet growing demand among business and leisure travelers for a cohesive premium experience across SAS’s entire network.
Verhagen underscored that the revamp responds both to internal strategic goals and market trends. “It is time for SAS to deliver a consistent, high‑quality premium product across all our European routes,” he said in September. “Our long‑haul customers expect a certain level of service, and as premium demand grows, our European Business Class will reflect those expectations.” The new cabin will operate on all international flights within Europe, from major hubs such as Copenhagen, Stockholm and Oslo to key city pairs across the continent.
The reintroduction of European Business Class follows nearly twelve years of relying on a two‑class model, during which SAS faced intense competition from low‑cost carriers. While SAS Plus has offered lounge access, extra legroom and inflight snacks, it has remained physically indistinguishable from standard economy seating. By restoring a distinct premium cabin, SAS seeks to differentiate its product and recapture corporate travelers who previously defected to carriers with dedicated European business cabins.
Market researchers have noted that demand for short‑haul premium cabins has surged, driven by companies seeking more flexible, convenient travel options and an increasing willingness among affluent leisure travelers to pay for added comfort on shorter sectors. SAS’s decision to block middle seats and introduce a gourmet menu represents a clear investment in customer satisfaction and brand positioning.
As tickets become available in May 2025, travelers and travel advisors can begin booking the new Business Class on routes across Europe. SAS’s marketing materials will highlight the cabin layout, menu previews and lounge enhancements to build anticipation. With the network‑wide rollout set for October, SAS aims to complete its premium transformation just in time for the peak autumn business travel season, reaffirming its commitment to high‑quality service in the competitive European aviation market.
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